ccording to agency leaders, Triple Threat Communications (TTC) had a
big year in 2015.

“We readied a new market entry for a
major introduction – and it led to a new
global launch assignment,” executives
say. “We developed an innovative institutional advertising campaign for a new
medicine that focused on a novel formulation technology.

“We helped motivate a national fieldforce to increase new-to-brand pre-scriptions by more than 1,000,000 justmonths before losing patent exclusivity.We pitched and won a cutting-edge cam-paign for digital business.”Yet, executives say, despite these in-ternal milestones, “our most valued ac-complishments come from the successstories we hear from our clients.”Agency leaders claim that in 2015, andevery year since launching in 2005, “weexpanded our experience and reinvent-ed our approach to the client-centric,‘un-agency’ business model.

“At Triple Threat, our culture of per-formance contains no off-the-shelf solu-tions, no layers of overhead, no hiddenagendas. Instead, we value the seasonedexperts who love rolling up their sleevesto produce top-quality work. Above allelse, we have one simple goal – focusingeverything we do on making our clients’brands as successful as possible.”And this year, executives say, the agen-cy was able to show how its work em-braces and embodies its beliefs, “chal-lenging the traditional agency model,which has become broken and creativelydisruptive.”Triple Threat published a call-to-ac-tion in 2015 where the agency urged “areturn to common sense in advertisingand a square deal for customers,” exec-utives say, adding, “We want to shift thefocus of internal achievement to the suc-cess of the brands we serve. We want torecognize the value of the relationshipswe build. We want to rise to the chal-lenges our customers face and help themdiscover new ways to help more patients.We believe it’s time agencies stand upand take responsibility for their primedirective: the success of their clients andthe brands they serve. We don’t get lostin the fog that rolls in from holding com-panies, shareholders, or layers of man-agement overhead. We focus our atten-tion on our clients and their brands.”Additionally in 2015, the agency tooka progressive look at innovative ways tochange customer behavior and found in-teresting ways to add applied behavioraldesign principles to healthcare commu-nications, management says.

“Triple Threat believes that real behav-ior change is the result of three compo-nents in convergence: (1) Motivation, ( 2)Ability, and ( 3) Triggers,” agency lead-ers say. “For years, advertising focusedmainly on motivation. But by improvinga person’s ability to perform a behaviorand by providing the proper triggers, thelikelihood of change increases dramati-cally. We also considered the primal liz-ard brain that lurks in each consumer—that instinctive, emotional part that feelsrather than thinks. Ninety-five percentof the time, human behavior emergesfrom this part of the gray matter leavingonly 5 percent of the time for the rationalside to kick in. But still today, tradition-al pharma marketers work to influencethat rational 5 percent – and often with-out improving their customer’s abilityor providing a trigger to make a changepossible.”Led by Bob Hogan, head of consum-er services, the agency claims to have“increased our focus on the 95 percentof the brain where the most innate hu-man behavior – and the whole conceptof brands – lives. We map responses atkey points along the customer’s journeyand develop strategies – from accessibledigital tools to traditional media – tohelp shape behavior. In this way, we cancreate interactions that drive specific be-haviors.”

Triple Threat is a full-service, healthcareadvertising agency that provides inte-grated marketing solutions and com-mercial strategies across audiences. “Butthat’s where the similarities with tradi-tional agencies end,” agency leaders say.“Free from the distractions of large par-ent companies and layers of mid-levelcommand, we take pride in putting cli-ents first.”The agency stands out in three ways,executives say: a seasoned mix of staffand expert contractors; high-touch in-teractions; and an attitude of clients first.

Executives say all staff members atTriple Threat average at least 15 years ofindustry experience and have expertiseacross multiple disciplines and therapeu-tic categories, many with both diverseclient and agency backgrounds. “We alsoemploy highly skilled contractors – es-pecially on the creative side – so we canmore easily keep pace with the businessneeds of our clients,” agency leaderssay. “We match these senior-level mar-keting specialists to the business needsof each client, creating dedicated teamsthat have the knowledge, experience,credibility, and authority to do whateverneeds to be done for the brand.”According to agency leaders, “We be-lieve marketing is a contact sport. TripleThreat employees spend most of theirtime working on-site with clients, en-abling us to keep pace with fast-chang-ing brand, regulatory, and market de-mands in real time.

And, “Unlike agencies that put their
own business agendas first, TTC never loses sight of its top priority – doing
whatever is best for clients and the success of their brands,” executives say.

With a streamlined structure and noinvestors, holding company or agen-cy network to appease, executives sayTTC rapidly moves ideas forward, al-ways guided by its clients’ best interests.“Triple Threat will continue to give cli-ents our undivided attention,” execu-tives say. “We look forward to buildingnew relationships with companies whoare searching for a more rewarding cli-ent-agency relationship – one wherethe journey is as just as rewarding asreaching brand goals. We also remaincommitted to transparency and an at-mosphere of complete honesty – andwill continue to have the tough conver-sations with our current and potentialclients. Why? We believe the truth is al-ways best for the brand.”

Triple Threat supports several causes
and charities throughout New Jersey
that feed the hungry and help those who
are disadvantaged. The agency also supports the American Heart Association
and employees participate in events that
raise money for breast cancer, childhood
cancer, blood disorders, multiple sclerosis, and autism. medadnews